The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms. The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Romania. Ursus Breweries’ volumes drop 8%
TIMISOREANA continues to be “Romania’s favorite beer” and the biggest brand on the Romanian beer market, its story going farther, holding share in the mainstream segment. As leader of the premium segment, URSUS brand built further equity supported by the new communication story. URSUS Non-Alcohol continued for the 4th year in a row to grow volumes and share, whilst URSUS Black, with a new recipe containing three types of malt: one for the colour, one for the flavour and one for the taste, more than doubled its volume. Volumes in Cluj grew in the 4th quarter due to locally impactful activity with consumers and trade.
CIUCAS re-launch, “nature’s favorite beer”, in the second half of the year saw a profound change in visual identity, packaging, communication and the interaction with consumers and trade. The re-launch placed the brand in the mainstream segment and supported a very strong value share and important volume share growth. Strong pack mix performance was driven by national sales of the CAN. As equity builds we continue to see momentum behind the brand.
GROLSCH launch exceeded expectations in volume, value, impact and equity development. The unconventional communication plan and the experimentalist spirit of Grolsch created a new trend, very favorable for the consumers.
Our robust cost management performance was based on the company redefining its production footprint, with the closure of the Cluj brewery, the restructuring of our route to market and powerful marketing effectiveness programmes to drive return of investments.
“We have made a deliberate decision to focus on building beer market value, driving profitable growth and not chasing volume increases at any cost. Our top priorities remain in the areas of building our brands, delighting consumers with the highest quality beers, but also with new beer experiences such as the fresh URSUS unfiltered to be served in the new mini-brewery in Cluj”, said Gary Whitlie, President Ursus Breweries. “We will also continue our focus to improve efficiency and productivity and to achieve improved financial performance, all in order to secure the healthy, profitable growth of our business”, Gary Whitlie added.
24 мая. 2011